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Thailand unveils how the country will attract more business events

  • Published by Ozgur Tore

tceb imex2017The Thailand Convention and Exhibition Bureau or TCEB, today unveiled the latest strategic marketing initiatives to attract business events travelers from Europe at IMEX Frankfurt 2017. TCEB launched Thailand’s brand campaign entitled “Thailand CONNECT: Your Vibrant Journey to Business Success”, together with a strategic collaborative campaign, “Thailand’s MICE United IV”.

The two campaigns target the country’s long-haul markets, and aim to draw more business events from Europe. The campaign is being launched at IMEX Frankfurt 2017 to international MICE delegates and media representatives from all over the world.

tceb imex2017 thailand mice industry

Ms Vichaya Soonthornsaratoon, TCEB’s Director of Convention, said, “During fiscal year 2016, Thailand welcomed 106,501 business events visitors from Europe with earnings reaching 251 million euros. Top European source markets are Germany, France and United Kingdom respectively. Globally, Thailand’s business events sector enjoyed an impressive performance, welcoming 1,273,465 business events travelers that generated 102,936 million baht in revenue (3.85 million euros).

thailand mice source markets2016

thailand connectThroughout this year, all of TCEB’s marketing activities will be implemented under the new Thailand brand campaign, entitled ‘Thailand CONNECT: Your Vibrant Journey to Business Success’ The campaign showcases the legacy of three fundamental pillars of Thailand's MICE industry which are Diverse Destinations, Myriad Business Opportunities, and the People of Thailand. These key elements are the highlights which differentiate Thailand from other MICE destinations.”

Furthermore, TCEB is the catalyst building cooperation between government and private sectors. Together, they make up Thailand’s team promoting the country as a premier business events destination in the international arena. The partnership is highlighted by the strategic collaborative campaign, ‘THAILAND MICE UNITED IV’, which will be unveiled in Europe before expanding to other regions in the world.

The campaign involves a partnership between 10 alliances including two newcomers, namely Airport of Thailand Public Company Limited (AOT) and King Power International Company Limited. The wider partnership brings a great variety of benefits for MICE delegates making their business trips in the kingdom even more pleasurable. Partners deliver value added features for MICE delegates attending international events that are supported by TCEB in Thailand. They include generous discounts on airport limousine transfers, airport lounges and transit hotel, duty-free airport and downtown complex shopping, airport restaurants and hotel accommodation. In addition, MICE delegates receive stored value cards for use on Bangkok’s Sky train and seven days free unlimited Wi-Fi.

thailand mice europe2016

With all these efforts and initiatives to promote Thailand as a global MICE destination, Thailand through TCEB has been endorsed by the 100-year old Union of International Associations to host the prestigious UIA Associations Round Table Asia Pacific 2017 for the second time in Thailand in Chiang Mai, 21-22 September. It was previously hosted in Bangkok in 2015.

Over 100 representatives from international professional associations and MICE suppliers will meet and experience the culture, beauty in the positive business environment of Chiang Mai, Thailand’s second largest city, during the global round table.

Ms Vichaya Soonthornsaratoon, TCEB’s Director of Convention said that “Chiang Mai has been identified as one of the country’s MICE cities by TCEB, We are delighted that UIA is endorsing our confidence again by hosting its esteemed round table in this emerging global convention hub for the industry in Thailand’s northern region…Hosting a global convention in Chiang Mai is in line with TCEB’s MICE development plan 2017, which aims to raise opportunities for local communities throughout the country to develop MICE business sustainably. Moreover, it will be a good knowledge platform to learn from key invited speakers from around the world, who will share their experiences and network within the professional associations’ community in the APAC region.”

Commenting on the upcoming round table, Ms Clara Fernández López, UIA External Relations Manager said “The Round Table in Bangkok in 2015 was memorable for all participants; Thailand was a most wonderful host. Participants praised and remembered the beauty of the country, the world class venue, the professional hospitality and the friendliness of the people of Thailand, the fantastic organization of the conference and the tasty food.

“With pleasure, we will return to Thailand this year in September for the UIA Associations Round Table Asia-Pacific 2017; this time to the beautiful city of Chiang Mai.

“Many associations’ representatives will join our Round Table attracted by the educational programme and the opportunity to network with colleagues worldwide. But we strongly believe that participants will come at least in equal part persuaded by the beauty of the destination and the hospitality of the people of Thailand.

“UIA wants to support and underline the impressive rate of activity which Thailand shows in the world of international associations: 224 international associations have their headquarters in Thailand, an additional 27 have an office in the country and 4,109 international associations have members in Thailand.

“TCEB forecasts the country will welcome 1,109,000 international business events travelers, earning 101 billion baht (3.73 million euros) in revenue this year.“ concluded Ms Vichaya.

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